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Brand owners Church & Dwight commissioned LEAP’s integrated production teams to look after the transcreation and versioning of the UK social media marketing campaigns for their range of Finishing Touch Flawless® products.

Work on these campaigns began at the start of lockdown. Fortunately, LEAP’s major investments in secure virtual server technology and producer-managed, remote editing workflows provided continuity of service.

To begin the versioning process, LEAP’s Film and Post team obtained the American commercials for Finishing Touch Flawless® Facial Hair Remover and Finishing Touch Flawless® Brows. Working with the clients and paying close attention to rules about the content of beauty advertisements, LEAP edited two series of short ads for YouTube, Twitter and Instagram.

The LEAP Language and Culture team secured a specialist copywriter to re-write the scripts for the local market while LEAP’s producer cast a British voiceover artist to fit the brand.

Despite lockdown restrictions, VO recording was still able to take place in a properly calibrated recording studio. Making use of video conferencing apps, LEAP producers and brand clients were able to join the session remotely. LEAP’s usual audio post-production partner created the sound mix to meet the technical requirements of the media platforms, thus maintaining high standards and lockdown compliance.

As an added service, LEAP’s digital consultant set up the brand’s UK YouTube and Twitter channels.

As the campaign progressed successfully, Church & Dwight re-commissioned LEAP to revise some of the best-performing ads to incorporate new ‘at home’ messaging and graphics. They also added a new product, Finishing Touch Flawless® Dermaplane Glow, to the roster. LEAP used the American infomercial to begin the adaptation and versioning process anew.

LEAP delivered this new raft of content to the client’s social media agency, Wavemaker which set the media plan into action. LEAP continue to work with Church and Dwight on transcreation and versioning for many of their personal care brands which also include Waterpik (as described in a previous case study).